Did you know the average cost of pet insurance in the U.K. is around £271 per year? For dogs, this can be between £300 and £500; for cats, your premiums could be up to £300 annually.
A third of U.K. pet owners say that the cost of pet insurance policies is the main reason they don’t have coverage.
Choosing the right pet insurance provider can also be a headache for pet owners. How do you find an insurance company that is empathetic to your pet's needs and provides the best coverage while ensuring lower premiums?
Our recent report, Paws & Perceptions: Consumer Sentiment Study of Top UK Pet Insurers, investigated how customers feel about pet insurance coverage from five top providers in the U.K. We based this on the 500 most recent reviews for each pet insurance company on Trustpilot.
In this article, we’ll discuss the top five pet insurance providers in the U.K. based on their latest reviews so that you can find the best pet insurance for your furry friend.
Understanding the Pet Insurance Industry in the U.K.
Source: Freepik
The U.K. pet insurance industry is well-established and has grown significantly over the past few decades. In 2023, the market was worth approximately £1.27 billion.
Recent data indicates that around 45% of dog owners and 25% of cat owners in the U.K. have pet insurance. Given the increasing veterinary costs, it’s not surprising that this industry is growing.
On average, pet insurance coverage across the UK is as follows:
- Dogs: The average annual premium for dog insurance is around £300 to £500. This can increase significantly for certain breeds prone to health issues, with some policies costing over £1,000 per year.
- Cats: The average annual premium for cat insurance is lower, typically ranging from £150 to £300.
- Rabbits and other small pets: The cost of insuring rabbits and small pets is generally lower, often ranging from £50 to £150 annually.
💡 Regulations and consumer protection
The Financial Conduct Authority (FCA) regulates pet insurance in the U.K., ensuring that providers meet specific standards in their policies and practices.
The industry is also subject to consumer protection laws, which help safeguard pet owners against unfair terms or practices.
💡 Challenges in the industry
One of the challenges in the pet insurance industry is the increasing cost of veterinary care, which has led to higher insurance premiums. While advances in veterinary medicine are beneficial, they come at a higher cost and drive this trend.
As veterinary costs rise, more pet owners recognise the importance of insurance, leading to increased uptake. However, a significant portion of the pet-owning population does not have insurance, presenting an opportunity for further growth.
Types of Pet Insurance Policies
Source: Freepik
Pet insurance in the U.K. typically covers dogs, cats, and smaller animals like rabbits. Pet cover options vary, but they generally include:
🐾 Accident only pet insurance
This type of pet insurance only covers injuries and accidents your pet may encounter. Unlike comprehensive cover that will typically include both accidents and injuries, accident-only policies are limited to incidents like broken bones, cuts, poisoning, or injuries from being hit by a car.
These policies are typically more affordable than broader coverage plans, making them an option for pet owners who want some financial protection for their pets without the higher costs associated with more comprehensive coverage.
However, it’s important to note that an accident-only pet insurance policy doesn’t cover medical issues related to illness, routine care, or preventative treatments.
🐾 Time-limited pet insurance
Time-limited pet insurance policies provide coverage for a specific condition for a limited period—usually 12 months from when the condition is first diagnosed or treated.
This type of policy covers vet fees for treatment for an illness or injury up to a set financial limit or for the duration of the time limit, whichever comes first.
Once the limit or financial cap is reached, the insurance company will no longer cover costs related to that specific condition, even if you renew the policy. If your pet still needs treatment after the time limit has expired, you’d need to cover those costs yourself.
Time-limited policies are generally less expensive than lifetime cover or maximum benefit policies, making them more affordable options for pet owners. However, they offer less long-term security, particularly for pets with chronic or recurring conditions.
🐾 Maximum benefit pet insurance
A maximum benefit pet insurance policy provides coverage for a specific condition up to a predetermined financial limit, with no time restrictions on when the claim can be made.
This means that the pet insurance provider will cover the costs of treating a particular illness or injury until the maximum benefit amount is reached, regardless of how long it takes to get that limit.
Once the financial limit for a specific condition is exhausted, your pet insurance will no longer cover any further treatment costs for that condition. However, the policy may still cover other conditions up to their respective limits.
Maximum benefit pet insurance policies are often considered the middle ground between time-limited and lifetime policies. They offer more flexibility than time-limited policies because there’s no deadline for claiming, but they’re usually more affordable than lifetime policies.
🐾 Lifetime pet insurance
Lifetime policies are the most comprehensive pet insurance as they provide ongoing coverage for your pet’s medical conditions throughout their entire life. This is true as long as the insurance policy is renewed each year without interruption.
Unlike time-limited or maximum benefit policies, lifetime insurance continues to cover the cost of treatment for chronic or recurring conditions year after year, with the coverage limit resetting annually.
There are two main types of lifetime pet insurance:
Per condition, per year
This type of policy provides a set amount of coverage for each condition per policy per year. For example, if your pet develops a chronic illness, the insurance will cover treatment costs up to a specified amount each year. The limit resets each year as long as you renew the policy.
Annual coverage limit
Annual coverage limit policies provide a total coverage amount for all conditions combined each year. Once this limit is reached, no further claims can be made for that policy year, but the limit resets when the policy is renewed.
The Top Pet Insurance Providers Based on Customer Reviews
Source: Freepik
1st) VetSure
VetSure is a pet insurance company that partners directly with a network of veterinary practices to offer tailored insurance plans for dogs and cats.
Their approach emphasises collaboration with vets to streamline their claims process, making it more convenient for pet owners.
In our study, VetSure ranked as the number one pet insurer based on the overall customer sentiment in the 500 reviews on Trustpilot that we analysed.
We found that VetSure is best suited for people with older pets but less suitable for those who used vets that the insurer doesn’t approve.
Overall sentiment
👉 Premiums: Of the reviews that discussed VetSure’s premiums, 80.4% were positive, and 19.6% were negative.
👉 Empathy and care: Their reviews about empathy and care were 75% positive and 25% negative.
👉 Customer service: Of the 200 reviews of their customer service, 90% were positive, and 10% were negative.
👉 Claims process: VetSure’s reviews about the claims process were 95% positive and 5% negative.
What VetSure does well
Of all the pet insurer reviews we reported on, Vetsure had the fewest overall complaints.
Although consumers feel premiums are high, most say it is worth the cost. Many consumers also noted that the claims process was easy.
Where VetSure could improve
- While customer service is good overall, they fell short in some cases of showing care and empathy when an animal passed away.
- Although the majority said the claims process was easy, a few cases noted problems making claims when pets passed away.
- Some consumers noted an additional £20-pound charge when using non-approved vets.
VetSure should improve the support it provides to pet owners during emotionally challenging times, such as the passing of a pet. Training customer service representatives to handle these situations with greater empathy and sensitivity should be considered.
While most customers find the premiums justified, nearly 20% of the reviews on premiums were negative. Offering more flexible plans or discounts for long-term policyholders could help reduce concerns about cost.
VetSure could consider expanding the network of approved vets to give customers more choices and reduce the likelihood of incurring additional charges when using non-approved vets.
2nd) Petplan
Petplan is one of the largest and most well-known pet insurance providers in the U.K., specialising in comprehensive coverage for dogs, cats, and rabbits.
Established in 1976, Petplan has built a strong reputation for reliability and extensive coverage options.
Our study of the 500 latest reviews on Trustpilot for Petplan found that, based on customer sentiment, they are the second-best pet insurance provider.
They are best suited for owners of multiple pets and those with older pets. However, their premiums are higher than those of many other providers.
Overall sentiment
👉 Premiums: Of the reviews that discussed Petplan’s premiums, 60% were positive, and 40% were negative.
👉 Empathy and care: Their reviews about empathy and care were 96.8% positive and 3.2% negative.
👉 Customer service: Of the 156 reviews of their customer service, 94.8% were positive, and 5.2% were negative.
👉 Claims process: Petplan’s reviews about the claims process were 95.3% positive and 4.7% negative.
What Petplan does well
In our study, Petplan scored high overall for its claims process, and many consumers praised it for its transparency. Many customers also pointed out the sympathy and care this insurer provides when pets are ill.
Where Petplan could improve
- The reviews we analysed contained numerous complaints about increases in premiums and additional costs for older pets, which consumers weren’t aware of.
- Many customers weren’t aware of exclusions of Petplan’s policies until their pets became ill.
Petplan should address the numerous complaints regarding premium increases, especially for older pets. They should consider improving communication with customers about potential premium hikes as their pets age and provide clear explanations for these increases upfront.
They could enhance transparency by clearly outlining all exclusions during sign-up and renewal communications. To make this information easily accessible, they should consider providing a simple checklist or summary of key exclusions.
Some customers have been surprised by the additional costs for older pets. Petplan should consider communicating these potential costs when customers first enrol or when their pets approach a certain age. Offering personalised policy reviews as pets age could also help manage customer expectations.
3rd) Waggel
Waggel is a pet insurance company known for its modern, digital-first approach to providing pet insurance.
Established in 2018, Waggel aims to simplify pet insurance by offering an easy-to-use online platform.
In our study, Waggel ranked as the third best pet insurance provider in the U.K. based on 500 Trustpilot reviews.
Waggel is a good choice for tech-savvy pet owners who want to manage their insurance digitally. However, this isn’t a great option if you’re looking for value-adds or if you have a breed of pet that is considered dangerous, such as pit bull terriers and rottweilers.
Overall sentiment
👉 Premiums: Of the reviews that discussed Petplan’s premiums, 57.1% were positive, and 42.9% were negative.
👉 Empathy and care: Their reviews about empathy and care were 87.5% positive and 12.5% negative.
👉 Customer service: Of the 70 reviews of their customer service, 87.1% were positive, and 12.9% were negative.
👉 Claims process: Waggle’s reviews about the claims process were 70% positive and 30% negative.
What Waggel does well
Waggel has been praised for the empathy and care it shows its customers when their pets are ill or have passed away.
The overall sentiment toward their customer sentiment was positive, with many reviews saying their staff answered inquiries and requests quickly.
Although some customers find Waggle’s premiums expensive, most found the costs fair for the coverage they receive.
Where Waggel could improve
- According to the reviews we analysed, consumers found the claims process difficult and lengthy.
- Numerous customers noted little value-add and expensive premiums.
- Several customers complained about their claims being rejected.
To improve their service, Waggle could address the significant number of complaints regarding the difficulty and length of the claims process.
Simplifying the process, providing more straightforward instructions, and reducing processing times could improve overall customer satisfaction.
Offering more direct communication channels, such as a dedicated claims support line, could also help.
With nearly 43% of premium-related reviews being negative, there’s a need to increase the perceived value of the premiums.
Adding more value-added services or benefits, such as wellness programs, preventive care, or discounts on pet-related products and services, could achieve this.
Since Waggel may not be the best option for breeds considered dangerous, the company should clearly communicate this information during the sign-up process to avoid future dissatisfaction.
Offering specialised plans for these breeds or partnering with another provider could be a solution.
4th) ManyPets
ManyPets prides itself on providing a flexible and customer-centric approach. Founded in 2012, it has quickly gained popularity by offering comprehensive, customisable pet insurance policies with a strong focus on customer service.
Our study found that ManyPets ranked fourth based on 500 customer reviews on Trustpilot. Their offering is ideal for pet owners with younger pets but should be avoided by those with older pets as their premiums increase with age.
Overall sentiment
👉 Premiums: Of the reviews that mentioned ManyPet’s premiums, 45.3% were positive, and 54.7% were negative.
👉 Empathy and care: Their reviews about empathy and care were 89.3% positive and 10.7% negative.
👉 Customer service: Of the 139 reviews of their customer service, 82.4% were positive, and 10.7% were negative.
👉 Claims process: ManyPet’s reviews about the claims process were 59.2% positive and 40.8% negative.
What ManyPets does well
The majority of customers who reviewed ManyPets on Trustpilot found the claims process to be easy. When dealing with difficult issues, most consumers receive empathy and care from the insurance provider.
As a result, many customers said they have remained loyal to ManyPet for several years.
Where ManyPets could improve
To improve, ManyPets should address the complaints about slow customer service responses by investing in faster, more efficient communication channels.
Implementing a dedicated follow-up system to ensure no customer enquiries are left unanswered for extended periods could improve overall satisfaction.
Some customers may have been surprised by claim rejections due to policy exclusions. Enhancing transparency around what is and isn't covered during the sign-up process and providing regular reminders during policy renewals could help manage customer expectations better.
With over half of the negative reviews about premiums, ManyPets should consider ways to manage premium increases, especially for older pets.
Offering more transparent communication about why premiums increase with age and exploring options like loyalty or multi-pet discounts could help alleviate customer concerns.
5th) Animal Friends
Founded in 1998, Animal Friends offers a wide range of pet insurance policies for dogs, cats, and horses. A portion of its profits is donated to animal charities worldwide.
Based on their 500 most recent Trustpilot reviews, Animal Friends ranks fifth in our study.
They are a suitable option for tech-savvy pet owners but may not be preferred by those who want a more personalised approach.
Overall sentiment
👉 Premiums: Of the reviews that mentioned Animal Friends’ premiums, 27.3% were positive, and 72.7% were negative.
👉 Empathy and care: Their reviews about empathy and care were 45% positive and 55% negative.
👉 Customer service: Of the 144 reviews of their customer service, 84.7% were positive, and 16.3% were negative.
👉 Claims process: Animal Friends’ reviews about the claims process were 77.4% positive and 22.6% negative.
What Animal Friends does well
Many reviewers praised Animal Friends for its easy claims process and found its customer service helpful and friendly. Some customers commented on how easy the app is to use to make claims.
Where Animal Friends could improve
- Most of the reviewers on Trustpilot found Animal Friends’ premiums to be too high and that they increase without proper communication.
- The majority of customers found the company unsympathetic in times of distress.
- Some reviewers commented that the insurer’s customer support was difficult to speak to.
Investing in empathy training for customer service representatives, mainly for handling sensitive pet health or loss situations, could significantly improve customer satisfaction.
Animal Friends’ policy of donating to animal charities is a strong selling point. Promoting this aspect more prominently in marketing and customer communications could help enhance the brand's image and attract customers who value social responsibility.
With a significant majority of negative feedback on premiums, Animal Friends should focus on improving transparency around premium increases.
Clear, proactive communication about why premiums are rising and exploring more competitive pricing options could help mitigate customer dissatisfaction.
How Pet Owners Can Save On Pet Insurance
Source: Freepik
Now that you know who the top providers are, here are a few ways that you can save on insurance for your pet:
✔️ Compare different policies before you commit
Take time to shop around and compare different pet insurance providers and policies. You could even use comparison websites to help you evaluate various options.
Don’t just look at a policy's price; consider what it covers. A cheaper policy might exclude essential services, leading to higher costs you would need to pay later.
✔️ Choose the right level of coverage
Assess your pet's needs before you choose a pet insurance plan, as a basic accident-only or limited-time policy may be enough if your pet is young and healthy.
However, if your pet is older or a breed prone to specific health issues, investing in a more comprehensive policy may save you money in the long run.
Also, avoid paying for coverage that you don’t need. For example, some policies include extras like travel insurance or dental cover, which might not be necessary for your pet.
✔️ Consider a higher deductible
A deductible is the amount you must pay out of your pocket for your pet’s medical expenses before your insurance company starts covering your costs.
You may want to opt for a higher deductible, which can lower your monthly pet insurance premium. However, if you do this, you must ensure you can afford the out-of-pocket expenses if your pet needs treatment.
Some policies allow you to choose a co-pay percentage, which is the amount of money you must contribute to medical expenses for your pet alongside what your insurance pays.
A higher co-pay can reduce your pet insurance premium, but you must ensure you understand how much you’ll be responsible for if you need to make a claim.
✔️ Use discounts
There are certain discounts that pet insurers offer to their customers that you may want to investigate before you choose a provider:
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Multi-pet discount: If you have more than one pet, many insurers offer a discount for covering multiple pets under the same policy.
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Loyalty discounts: Some pet insurers offer discounts if you stay with them for a certain number of years.
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Employer or group discounts: Check if your employer or any organisations you belong to offer pet insurance at a discounted rate.
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Spay or neuter discounts: Some insurers offer lower premiums for pets that have been spayed or neutered, as they are generally less prone to some health issues.
✔️ Take advantage of preventative care
Regular vet visits can help catch any health issues your pet may have early, potentially avoiding costly veterinary treatment later on.
Additionally, you should keep up with vaccinations and preventative treatments, such as flea and tick prevention, as this can help you avoid conditions your insurance might not fully cover.
✔️ Consider self-insurance
Instead of paying insurance premiums, you may want to consider setting up a pet savings account. Some pet owners choose to set aside a set amount of money each month for potential vet bills.
✔️ Enrol your pet early
Pet insurance premiums are generally lower when pets are younger and healthier. Early enrolment for an insurance policy can also ensure you get coverage for conditions that might be excluded if diagnosed later.
If you wait too long to get pet insurance, any pre-existing conditions your pet develops may not be covered, so insuring early helps avoid this issue.
✔️ Pay annually instead of monthly
Some pet insurers offer a discount if you pay your premium annually rather than monthly, as it reduces their administrative costs. However, if you choose this option, you’d need to ensure you can afford the upfront cost.
✔️ Understand policy exclusions and limits before you sign up
It’s important to read your policy’s fine print and carefully review what isn’t covered and any annual or lifetime limits.
Knowing this can prevent unexpected costs and help you choose a policy that offers the best value. Be aware of waiting periods for coverage to start, especially for certain conditions.
✔️ Reassess your policy regularly
As your pet ages or their health needs change, reassess your insurance coverage to ensure it still meets their needs. Adjusting your coverage can sometimes save you money if your pet’s circumstances have changed.
✔️ Consider a lifetime policy for long-term savings
While more expensive initially, a lifetime policy can save money in the long run by providing ongoing coverage for chronic illnesses, which may become very expensive without insurance.
✔️ Look for policies with no-claim discounts
Some pet insurers will offer a discount if you don’t make any claims within a policy year. If your pet remains healthy and doesn’t need any treatment, this can reduce your premiums over time.
Choose Propello for Your Insurance Rewards Programme
In this article, we’ve discussed several ways pet insurers can improve their premiums, customer service, and overall customer experience.
If you’re a pet insurance company that wants to improve customer satisfaction and retention and reduce churn, you may want to consider launching a customer loyalty programme.
With Propello, starting a customer rewards programme can help you see a 6,700% increase in return on investment (ROI) and an average annual savings of £123 per member.
Companies that use Propello see:
✅ An improved net promoter score (NPS).
✅ A 20% increase in revenue.
✅ A double increase in customer retention.
Visit our website for a free Propello Demo and learn how our platform can help you instantly launch and manage a customer loyalty programme with an end-to-end solution.
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